Have you ever paused for a moment to read a tagline of any brand? I have many times..
Think of it, let’s say, you’re walking or driving past a billboard. Suddenly, one line makes you pause. That’s the power of a tagline.
Maybe it was Apple’s “Think Different.” That pause and that moment of emotional connection are what great copywriting does.
In the end, words have all the power in copywriting. It stops you, speaks to you, and stays with you.
If you are a copywriter, I’m sure you know that a timeless copy is not magic; it’s an effort of connecting emotionally and truly with readers. It makes you believe and act.
In this blog, let’s break down the copywriting secrets of impactful brands and how you can use them to make your words work harder.
Let’s go.
Innocent Drinks
This UK-based company has an extraordinary way to connect with people. We can say that before “human tone” became a trend, Innocent Drinks was already writing like a friend.
Their copy shows the lighthearted humour all around.
Their packaging doesn’t sound like a brand; it sounds like you are chatting with someone over breakfast. They are having a great chat with their customers. They note every detail and ask them for their opinion in every step, using reactive marketing.
You’ll find lines like:
“Stop looking at our bottom.”
“Nothing but fruit. Promise.”
This playful and down-to-earth tone helped them build deep trust and stand out in a market filled with overhyped health claims.
Their social media presence also carries the same energy, quirky, and unmistakably human.
What to learn?
Keep it simple, make conversations, and write like you talk as a human in a light tone consistently.
If you want to write copy full of emotion, drama, or humor, this brand is the best copywriting example. Conversation builds connection. Write like you talk, not like you’re giving a presentation.
Notion
Notion is a workspace and productivity app. It has grown quietly yet powerfully through thoughtful design and calm copywriting.
This brand combines the art of clarity and calm.
Their homepage says:
That’s it. It immediately tells you what Notion does. And what you can do with it.
Even their onboarding emails are simple and thoughtful. They are neither lengthy nor monotonous. In fact, the short, sweet, and thoughtfully crafted messages are easy to read.
Whether it’s their website, emails, or product updates, Notion talks to users like a friend.
What to learn?
The lessons from this brilliant brand are to keep the sentences short, conversational, and empathetic. It stays calm and confident consistently.
And that makes this complex productivity tool feel approachable.
Glossier
Before Glossier became a beauty brand, it started with a blog called Into The Gloss. The founders built their brand voice around real conversations with real women through the blog.
Recognizing the real problems faced by the large community, this brand came up with a rooted solution – that is, enhancing natural beauty. The brand prioritizes a “no-makeup makeup” look.
Their copy reflects a minimal and confident tone.
Instead of overpromising, their product lines focus on simplicity.
“Skin first. Makeup second.”
“You look good.”
Glossier never sells; it recommends the best-suited product in an approachable way. Their social media copy is interactive and welcoming, making everyone feel valued.
What to learn?
This brand reminds us that you don’t need big words to make a big impact.
Copywriting takeaway is to keep it simple, and your audience will stay with you.
Who Gives A Crap
You wouldn’t expect a toilet paper brand to make you smile. Who Gives A Crap does exactly that.
This brand showcases humor with purpose in a natural way.
Their brand name itself sets the tone: playful, self-aware, and unapologetically bold.
But it’s not just for laughs. This purpose-driven brand donates 50% of profits to build toilets in developing countries.
Their product packaging, website, and emails are filled with humor that doesn’t feel forced.
The jokes or funny lines they use sound natural and genuine. And it fits their brand personality. Like;
“We’re here to uncrape the world.”
“Good for your bum. Great for the world.”
Same way, their email marketing also follows a lighthearted, conversational, and real tone.
It reminds us that if you are doing good, that doesn’t have to sound so serious!
What to learn?
A humorous tone instantly connects, grabs attention, and builds emotional connection. It cuts the noise and makes you memorable.
When your words make people laugh and care, they remember you for more than your product.
Amul
The Amul, a prominent Indian brand, shows brilliant copywriting.
Their billboard campaigns are legendary. For over five decades, their mascot, ‘the Amul girl, ‘ has been delivering witty one-liners on everything from politics to pop culture.
Each Amul ad tells a mini-story that you can relate to instantly.
Examples:
During monsoon: “The taste of raindrops!”
During elections: “Butterly democratic!”
Their copywriting is rooted in moment marketing, which means they react to current events, social moments very fast. Isn’t it a unique strategy? Every ad is topical, funny, and clever, but brand-focused
Also, they use creative wordplay to spark joy.
Example:
When India’s women’s cricket team won the ODI World Cup, it made history. See the copy,
What to learn?
Stay short, sharp, and consistent to build trust and loyalty. Remember to blend humour with heart. That’s how this inspirational brand voice reflects India’s collective mood.
The Copy Spark
The more I study brands like Amul, Notion, and Glossier, the more I realize that the great copy isn’t about decoration but something more deeply rooted in emotion.
Say it in a way that makes people pause, smile, or simply feel seen.
Because words don’t just sell, but they also touch hearts and build connections. And that connection, once made, is what builds brands that last.
So here’s my reminder — keep your copy real, curious, and human. No extra buzzwords, no complex words, just clarity and communication.
Because when your words carry heart, they’ll always find their way to the right audience.
Let’s connect and discuss further.
